FUBU
FUBU launched in 1992 in Queens, New York. Founded by Daymond John and three partners, the brand's name stands for 'For Us, By Us' to center Black cultural expression in fashion, with early items sold from a Lincoln Navigator before expanding to global retail by the late 1990s.
The Story
FUBU launched in 1992 from a small Queens, New York apartment, built by four friends who saw a gap in streetwear for Black and Latino youth culture. The name stood for For Us, By Us, a rallying cry for representation in an industry that largely ignored their demographic. Early pieces were sewn by hand in the apartment, with founders selling hats out of their cars at local concerts and block parties to raise startup cash.
The brand hit a major roadblock in the mid-1990s when major retailers refused to stock their designs, claiming there was no market for the bold, logo-heavy streetwear the founders created. Instead of folding, the team pivoted to a direct-to-consumer model, setting up pop-up shops in urban neighborhoods and leveraging word-of-mouth marketing that spread through hip-hop circles across the country. A 1995 appearance on The Fresh Prince of Bel-Air, where Will Smith wore a FUBU hat on national television, became an unexpected turning point that drove demand through the roof and caught the attent...
Key Facts & Metrics
Company Timeline
1992 — FUBU Founded in Queens, New York
FUBU (an acronym for "For Us, By Us") is established by Daymond John, J. Alexander Martin, Keith Perrin, and Carlton E. Brown, with a mission to create high-quality apparel designed by and for the Black community. The founders initially sold hand-sewn hats and t-shirts out of the back of their cars to local customers in Queens.
1995 — First Nationwide Department Store Retail Partnership
FUBU secures a nationwide retail deal with Macy's, becoming one of the first Black-owned apparel brands to be carried in stores across a major U.S. department store chain, dramatically expanding its reach beyond local New York sales.
1997 — Surpasses $350 Million in Annual Global Revenue
FUBU reports more than $350 million in annual global revenue, cementing its status as a leading force in 1990s hip hop fashion and one of the most successful Black-owned businesses in the United States at the time.
1998 — Launch of FUBU Records
The brand expands its cultural footprint beyond apparel by launching FUBU Records, a record label that releases projects from prominent hip hop artists including Nas, LL Cool J, and Goodie Mob, further aligning the brand with the hip hop culture that inspired its creation.
